«Zak» is a colloquial expression in Swiss German for «hey presto». The name is programmatic: Zak is radically simple and fast. In Swiss banking it stands out, just like the app itself. Thus perfectly fitting the Bank Cler brand.
While innovative projects abroad have to be launched under separate brands, as the traditional bank brands seem too slow and inflexible, Bank Cler is positioned as a young, digital bank. Marketing manager Gregor Eicher has no doubt: «Zak proves perfectly what Bank Cler stands for as a brand: simple management of money, understanding the needs of our clients, and fresh ideas.»
Tonality and language style are consistent with the brand’s attitude and name. The naming process of Zak also included phonetical, semantical and cultural evaluation in each of the Swiss language regions as well as trademark law and App Store conditions.